Over 1,300 delegates – the largest ESOMAR Congress in the organisation’s 78-year history – gathered on 28 September-1 October 2025 in Prague to share, learn, and reimagine the future of insights.
Participants from 80 countries met 88 exhibitors, listened to 200+ speakers across four buzzing stages, and celebrated with three unforgettable parties.
With 200 brands represented and a fresh new visual identity, this Congress marked the beginning of a bold new era for the global research community.
Eumetra was proud to be part of this dynamic event. Here are our Top 10 Takeaways from the papers and discussions that are shaping the future of market research.
1. Reimagine, Don’t Just Automate
AI is redefining research, but the Congress reminded us that the real opportunity lies not in automation, but in re-humanising intelligence. Researchers must lead with curiosity, empathy, and imagination – using AI as a tool to deepen, not dilute, human insight.
2. Generation Alpha and the Algorithmic Childhood
The youngest generation is growing up in a fully mediated digital world. Understanding Gen Alpha means decoding how algorithms shape their identities, relationships, and aspirations. For brands, this is a new terrain where cultural fluency meets digital literacy.
3. The Rise of AI-Augmented Samples
L’Oréal’s PowerUp project illustrated how combining human and synthetic respondents can expand reach and accuracy. AI-driven sampling accelerates insights, but validation and transparency remain vital – every model must earn its credibility.
4. Synthetic Data: Promise and Peril
Synthetic data promises flexibility and speed, but it carries the risk of bias amplification and false precision. The takeaway: leverage it with rigor, always pairing AI-generated insight with human judgement and ethical oversight.
5. From Static to Dynamic Understanding
Research frameworks are evolving to track AI as an adaptive actor, not just a tool. The future lies in continuous, system-based insight that captures the fluid interplay between people and algorithms – an ecosystem where both evolve together.
6. Exposing Greenwashing with AI
One standout paper demonstrated how machine learning can identify manipulative sustainability narratives. When combined with emotional intelligence, AI can become a moral filter – ensuring brands communicate authentically about their environmental impact.
7. Inclusion as Competitive Advantage
The Shift 20 initiative from Australia showed that inclusive advertising – particularly representation of people with disabilities – drives both social progress and business growth. Inclusion isn’t a checkbox; it’s a growth strategy.
8. The Science (and Emotion) of Colour
Colour science is becoming a strategic lever in consumer research. Understanding how hues trigger emotion and action proves that design decisions are data-driven choices – blending aesthetics with measurable impact.
9. The Future Researcher: From Analyst to Insight Translator
Tomorrow’s researchers will be part strategist, part storyteller, and part technologist. The Insight 2050 panel urged a shift from data collection to insight translation, connecting evidence with business meaning and societal relevance
10. Sustainability as a Business Model
Philips’ case study showed that sustainability drives profitability when embedded across the value chain – from R&D to retail. Insights-driven circularity transforms purpose into performance, showing that sustainable can also mean successful.
Looking Ahead: Co-Creating the Future of Research
The 2025 Congress made one truth clear: while AI is revolutionising our industry, human intelligence remains its compass.
At Eumetra, we believe this is the moment for collaboration across the insights community – to fine-tune, implement, and guide AI responsibly under the expert supervision of experienced researchers.
Let’s connect to shape the next era of market research – one where technology amplifies human understanding and drives real business impact.
📩 Reach out to us to explore how we can collaborate on the future of insights, innovation, and AI-driven strategy.